Sundae Spa

The Story

In the fall of 2013, Sundae Spa chose GEM Advertising to
promote the opening of its new flagship store at the Westfield
Connecticut Post Mall in Milford, Connecticut.

Sundae Spa is a spa and salon for children - a place where
kids can come to make sweet treats, while learning, looking
good and having fun. After having enjoyed years of success
in its first store, it was time to franchise internationally. This
first flagship store would serve as a blueprint for many stores
to come, and the grand opening had to be spectacular.

Grand Opening

With much on the line, GEM went to work designing a
grand opening launch that would capitalize on the vibrant
social media community that GEM had helped build since
2011. Since the target market for Sundae Spa is mothers of
pre-teenage girls, Facebook proved to be the outstanding
media hub for all of Sundae Spa’s marketing efforts. GEM’s
Social Media team went to work building the new location’s
Facebook page from scratch, and elevated it to over two
thousand Likes in only thirty days leading up to the grand
opening.

Social Media Campaign

Using Facebook and other online platforms, GEM’s social
team ran grand opening contests, color wars, focus testing,
and exclusive online promotions to increase chatter and reach
in the weeks leading up to the grand opening. The team asked
Sundae Spa’s online community to be part of a new chapter
in the life of the brand, and it encouraged group participation
and feedback in the shaping of the new store model.

To supplement the social media efforts, the social media
team leaked new store images, developed native content that
promoted new organic hair and makeup products, and used
email marketing to reach new layers of potential customers.
In addition, the team employed a modest native media
budget on Facebook to boost impressions to hundreds of
thousands.

Broadcast

In traditional media, GEM’s Film and Television department
went to work on a graphic television spot aimed at promoting
the Grand Opening, which aired on the local ABC affiliate.

The Sunshine Kids

Finally, to augment the paid and social media campaigns,
GEM ran a cross-promotion with Connecticut Kids Magazine,
and a cause marketing promotion with The Sunshine Kids,
a nonprofit that provides positive group activities and
emotional support for young cancer patients. Before the
Grand Opening, the Sunshine Kids were invited to Sundae
Spa for a fun morning of free spa and salon services. GEM’s
PR team drafted press releases and distributed them to all
regional media, resulting in a television appearance on the
local Fox affiliate morning show just days before the grand
opening event.

On opening day in January 2014, well over one thousand
people stood in line for the official grand opening of Sundae
Spa, marking the largest grand opening in the 55 year history
of the Connecticut Post Mall.

Outcomes

Since the launch, in-store business at the new location
has consistently exceeded the original store’s revenue by
300%, and franchise activity has led to over 100 inquiries
internationally.

As Sundae Spa moves into high gear, it will continue to
partner with GEM Advertising in what will certainly be a
deliciously interactive adventure for many years to come.